Lifetime Brands announced it has acquired the business and certain assets of S’well water bottle creator Can’t Live Without It.
Can’t Live Without It, founded in 2010 and doing business as S’well, is designed and markets reusable, vacuum-insulated products, including drinkware, barware and food containers. S’well’s products are sold through omnichannel retailers, specialty stores, co-branded partnership opportunities and its own direct-to-consumer website.
Rob Kay, Lifetime’s CEO, said, “We are extremely pleased to welcome the S’well brand to our portfolio. S’well originated the category of sustainable hydration products and has consistently been a design, feature and product innovator. The brand is a perfect fit for our growing and successful hydration and storage categories, where we have already made great progress growing our BUILT brand. S’well’s established e-commerce presence will expand our direct-to-consumer offering and its significant corporate partnership business will open up a new and attractive channel for Lifetime. Additionally, S’well’s recognition as a leader in sustainability helps reinforce our commitment in this important area. We expect this highly complementary addition to our portfolio to have an accretive impact on our earnings beginning in 2022.”
Sarah Kauss, founder of S’well, will oversee the transition to Lifetime Brands and continue in an advisory role, according to Lifetime Brands. “I’m so proud of what S’well has accomplished over the years, Kauss said. “We created a movement around reusables, helped displace more than 4 billion single-use plastic bottles and touched millions of lives. With this transition into the Lifetime family, the S’well brand will continue to deliver beautiful, innovative products while being a force for good.”
Terms of the acquisition were not disclosed. Lifetime reported that S’well, set to be fully integrated into Lifetime’s operations in the second quarter of 2022, is expected to contribute approximately $4.5 million of annualized EBITDA.
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